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Two days ago, the two female singers of the "Memory Killing Series" held a concert on the same day, and they also appeared on the hot search on the same day.
In Shanghai, Xu Huaiyu's concert was found to have a large number of empty seats and a dismal attendance rate.
In Nanjing, Xu Meijing's concert was shouted "refund" by the audience.
Is it difficult to sell emotionally, what went wrong with their concert?
They finally started singing, but netizens were noisy on the hot search
Let's talk about Xu Huaiyu first, since Sister Lang returned to the public eye, Xu Huaiyu has also continued to make efforts in her career this year, and at the beginning of the year, she officially announced that she would hold a 22-city concert tour, and the first stop was set in Meiben, Shanghai.
Xu Huaiyu himself attaches great importance to it, and he posts on Weibo and starts live broadcasts to actively publicize.
But with little success, long after the ticket was issued, the ticketing website still showed a large number of remaining tickets, and only the cheapest 480 yuan stall was sold out.
Even her fans are complaining about the expensive ticket price, Zhang Xinzhe on the same day, the lowest ticket is 200 yuan cheaper than her, and the infield ticket is more expensive than Zhang Huimei and Wang Xinling's.
On April 10, ten days before the start of the concert, the organizers temporarily issued an announcement on the adjustment of the seating area, and all grades of tickets were "upgraded" for free, and the fifth floor was completely closed.
Fortunately, the performance was not canceled, and on the 20th, Xu Huaiyu's concert was held as scheduled, but according to the photos posted by the audience, there were still a lot of vacant seats in the opening half an hour.
Some viewers who went to the scene revealed that the venue was not only closed on the fifth floor that night, but also cut off the entire grandstand on the second floor and the infield Area C, and said that the real attendance rate was only about 50%, but the people who watched the performance were generally satisfied.
The picture comes from netizens
Xu Meijing, on the other side, has reached the point of shouting "refund".
Xu Meijing's songs must have been heard, "Moonlight in the City", "Sunshine is Always After the Wind and Rain", "City Night Homecoming" and so on are all her classic songs.
She had been silent for a period of time because of her relationship and illness, and in 2019, there was also news that Xu Meijing was singing on the street, which caused countless fans to sigh.
In recent years, Xu Meijing has been in good condition, so she slowly returned to work, announcing that she would hold "Dreaming of Xu Meijing Meeting Concert" in Nanjing on April 20, which is difficult to come out of, and fans must support it vigorously.
As a result, everyone was stunned at the scene, Xu Meijing's classic songs such as "Returning to the City at Night" were all sung by the band! She herself only sang ten songs, and the rest of the time was interactive.
Even among the ten songs sung by Xu Meijing herself, most of them were sung by the audience, and the whole concert was full of calculations, and Xu Meijing herself sang no more than five songs from beginning to end.
There are also people who complain that the fans who interact with each other are suspected to be Tuo
The key is that although the performance is written "meet-and-greet", the venue is the scale of a large gymnasium, and her ticket prices are as low as 380, 680, 980 and 1280.
In this regard, fans shouted "refund the ticket", but Xu Meijing's agent actually replied "You are dreaming", such an attitude made many fans feel cold, and complained that the concert was on the hot search.
The latest progress is that the Nanjing Bureau of Culture and Tourism responded that "relevant departments are processing".
These two performances can be summed up in four words: ticket prices are too expensive.
Xu Huaiyu's ticket price is expensive, and there are not so many passers-by who are willing to pay a high price to go to Meiben to listen to her singing, Xu Meijing's 1280 ticket only sings five complete songs, fans might as well listen to the platter,
The salary has not risen, and the ticket price of the concert is on a rocket
The question is, have concert tickets always been so expensive?
Let's start from the two golden "ten years" of the music world that everyone is more familiar with, and let's compare the changes in ticket prices from Hong Kong and Taiwan to the mainland.
In 2000, Leslie Cheung held a "passionate" concert at the Hong Kong Red Pavilion, with a minimum ticket price of 100 Hong Kong dollars and a maximum ticket of 400 yuan;
And the concert came to the mainland relatively "cold".
Leslie Cheung's attendance rate in Guangzhou is only more than 80% because of the rain, but the ticket price is not expensive, and the VIP ticket is only 280 yuan, which is much more cost-effective than the VIP ticket of 980 yuan in Hangzhou;
In November, Leslie Cheung's Nanjing concert was even worse, because of the heavy rain and cold weather, the on-site attendance rate only reached 50%, and the ticket price began to fall at 3 o'clock in the afternoon, and the 280 tickets leaked to forty or fifty yuan before the start of the singing.
At the same time, Hong Kong's then "top stream" little king Nicholas Tse also sang in Hung Hom, and the ticket price was the same as his brother, with the highest price of 400 Hong Kong dollars.
At that time, for Hong Kong people, buying 400 tickets to go to a concert was as simple as watching a movie, and mainland audiences were not so obsessed with concerts, and it was useless for superstars to come in bad weather.
And the audience at that time would also complain, in 2001, Nicholas Tse's Hangzhou was dissed by the audience because he didn't change his clothes, and the audience who bought tickets of about 100 to 500 yuan left the venue one after another.
In the decade that followed, concert tickets became more and more expensive.
In 2010, Jay Chou's mainland concert sold well, and the most expensive in Chengdu was 1,680 yuan. At that time, it was already worth issuing a press release saying that the infield was sold out, and it was still different from the painting style that sold out in seconds as soon as it went on sale.
And it was Faye Wong who pushed the ticket price to the top.
In 2010, her Hong Kong concert was sold for 980, which was already very expensive.
The ticket price in the mainland is even more amazing, and it is rumored that the Chengdu market sells at a high price of 3999 yuan, and the Guangzhou market also costs 2500 yuan.
In the end, the Chengdu venue was cancelled
Four years later, Faye Wong's "Phantom Music" concert in Shanghai Meiben was sold at a god-level high price, with a minimum of 1,800 yuan and a maximum of 7,800 yuan, claiming to be sold out in 30 seconds, but later a ticket website appeared on a ticketing website that was lower than the face price, and the media wrote that the sky-high ticket of the diva "dived".
At that time, some media analyzed the reason why concert tickets in the mainland were more expensive than those in Hong Kong.
First, Hong Kong and Taiwan mostly use local production teams, which can dilute the cost of holding multiple shows in a row, but the same team coming to the mainland will have a large expense for food, accommodation and transportation;
Second, many stadiums in the mainland can accommodate a large number of people, and most of the middle seats cannot be sold, so they can only rely on the income from high-priced tickets in the infield and low-priced tickets in the grandstand to offset the loss of the middle range;
The third is that all kinds of free tickets actually require costs, and this part of the cost is also passed on to consumers.
But the above are all minor problems, and the most important thing is that the concert ticket price is like the singers' "fan" proof-
is like the fan position cancer in the film and television drama industry, once the singer sets the ticket price too close to the people, it is easy to be considered out of fashion and cannot be sold, so even if it fails to sell out, some people will still slap their swollen faces and become fat for the sake of "fan position".
Based on this logic, Xu Huaiyu, who sang in Shanghai as a "comeback" in 2015, has a relatively close ticket price, with the lowest price of only 80 yuan and the highest ticket of 580 yuan, which is more like testing the water than filling up the fat man.
Also in this year, Deng Ziqi, who became popular with "I Am a Singer", opened a high price of 898 in the VIP area in Hong Kong, and there was also a "cosmic level" to 1888, which was pointed out by netizens as more expensive than the singer Jacky Cheung.
In this regard, Deng Ziqi explained that the highest ticket price is 898, and 1888 is a backstage photo package, and the benefits are different.
But since then, Hong Kong has also gone to the most expensive stall of more than 800 years......
In recent years, the concert market has recovered, artists have started singing with revenge, fans are crazy about chasing stars, concert tickets are getting more and more expensive, and infield tickets for large-scale concerts under 1,000 yuan are becoming more and more rare.
Eason Chan concert ticket price comparison in 2016 and 2024
In contrast, the "service level" of many performances in the mainland is also improving.
Jolin Tsai moved to the top stage art, Jacky Cheung held many energetic songs and dances in a row and never paddled the water, Xue Zhiqian reimbursed air tickets to fans from other places affected by the cancellation of the performance, and the artists still wanted to attract passers-by.
Jolin Tsai will shoot vlogs to promote local food whenever he goes to a place, and he is about to become a walking cultural tourism grass planter, which is quite heartfelt
To sum up, back to the previous question, are concerts expensive today? expensive, wages are not rising, ticket prices are rising, and scalpers are still at a premium.
Therefore, when consumers think about it, they either consider its scarcity, or consider the cost performance, or look at the "service", there is no three, and netizens will not be wronged by feelings.
Not all concerts can be social currency
The side effect of expensive ticket prices is that some celebrities' concert tickets have become "social currency", and many celebrities are proud to check in to the concert.
At Jay Chou's Hangzhou concert held on the same day as Xu Huaiyu and Xu Meijing, some viewers photographed the box next door full of stars, including Wu Zun's family, Liu Genghong's family, etc.
And the blackpink we talked about before, concerts are also the "social currency" of many celebrities:
But the problem is that there are only a handful of top streamers.
Even Faye Wong, who was brought to the stage, was ridiculed by the media because of the sky-high ticket price reduction, and various flaws during the performance were also picked out by the audience. The more expensive tickets are used to "upgrade yourself", the more demanding scrutiny you have to face from the audience.
Specifically falling on Xu Huaiyu and Xu Meijing's performances, their behind-the-scenes team mainly has the problem of "unclear positioning", and the market research has not been done well.
Xu Huaiyu's mistake was to choose Mei Ben for the first stop, or in the time period when so many artists gathered to sing.
Meiben is the largest indoor stadium in Shanghai, with a capacity of up to 15,000 spectators for concerts. Its performance status in the Shanghai market is a bit like Hong Kong's Hung Hom and Taipei's Little Arena, which is a big stage to verify the status of singers.
Eason Chan's ticket price is up to 2580
Afterwards, the organizer said, "Meiben is the most benchmark gymnasium in China, and Xu Huaiyu is a benchmark high-quality idol in his heart, so he is naturally worthy of opening in Meiben." Admitting that the price is too high is to give her "higher value shaping", which is a strategic mistake, but all this has nothing to do with Xu Huaiyu herself.
It's really touching that the organizers support their idols with real money, but for many passers-by who have just heard Xu Huaiyu's famous songs, they may not be willing to pay a lot of money to see her live.
And Xu Meijing's problem is that she mistakenly promotes the "fan meeting" as a concert, she can only sing five songs, but she can't charge the ticket price of a large concert. If you have to collect it like this, you have to make it clear in the promotional materials, just like Soda Green is not allowed to take pictures, the main thing is that you love me.
There is also the Wuhan field in the back
In fact, many singers have solved this kind of problem, and finding their own audience to price and promote it will get twice the result with half the effort.
When S.H.E started singing in the early years, he knew that most of the people who liked them were college fans, and they sold tickets with "discounts" as a promotional point, but they sold out.
Andy Lau's organizers also tried to let the king take the "civilian route", dividing 11 price tickets, with a minimum of 180 tickets as a special "benefit" for students. These will not affect the king's coffee position.
Xu Guanjie knows that most of his fans are middle-aged and elderly, and most of the ticket prices are only 380 Hong Kong dollars, focusing on the Pingliang Zhengyi neighborhood.
And Xu Huaiyu and Xu Meijing's concert hosts, did they make their audience portraits clear?
This question is not aimed at the two female stars, but all the organizers who want to "do a big ticket" with some resources, should think about.
Sister E's conclusion:
If the singer's own conditions are not enough to make the performance a "social currency", then do a good job of content, from the early publicity to the after-sales, and the sincerity can be seen by everyone.
But even if it becomes a "social currency", it will rise and fall. Celebrities and stars always have new check-in points, ordinary workers will not pay for the performance every month, and it is only the organizer himself who can be injured if he cuts more, and he may also accidentally damage the artist's reputation in minutes.
Therefore, the act of cutting leeks at a high price is a big gamble in itself.
All I can say about this is: Quit gambling, the gold lords, the baba! If you continue to cut like this, the vegetable fields will be bald, and they will not grow again.
Today's topic is:
Are you willing to pay a high price for concert tickets for your idol?
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